Day 1:
Day 2:
Gruen Transfer (2009), Season 2, Episode 3.
Water management applies the physical sciences.
Marketing applies the social sciences.
Zaichkowsky, J. L. (1994). The personal involvement inventory: revision, and application to advertising. Journal of Advertising, 23(4), 59.
R4H2O projectcasestudy2/customer_survey.csvOpen chapter-08.R script
vignette("two-table")
vignette("dplyr")
vignette("tidy-data")
→
pivot_longer(data, 2:3, names_to = "year", values_to = "cases")
←
pivot_wider(data, names_from = year, values_from = cases)
vignette("pivot")
\[cov(x, y) = \frac{\sum_{i=1}^n(x_i-\bar{x})(y_i-\bar{y})}{n-1}\]
\[cor(x,y) = \frac{cov(x, y)}{s_x s_x}\]
\[s_x = \sqrt{\frac{\sum_{i=1}^n(x_i-\bar{x})^2}{n-1}}\]
Questions
Answer Model
7-point Likert scale
Source
Bruner, G. (2012). Marketing Scales Handbook. A Compilation of Multi-item Measures for Consumer Behavior & Advertising Research. GCBII Productions.
Reliability
Validity
Factor analysis supports single-dimensionality and discriminant validity.
\[x_s = \frac{x_i - \bar{x}}{s_x}\]
\[\hat{y} = \beta_0 + \beta_1 x\] \[SS = \sum_{i=1}^n (y_i - \hat{y})^2\] \[\beta_1 = cor(y,x) \frac{s_y}{s_x}\] \[\beta_0 = \bar{y} - \beta_1 \bar{x}\]
Open chapter-11.R script